Should Facebook Build a Better Search Engine For Search Marketing?
Since their initial IPO, Facebook’s fortunes have plummeted. This once untouchable company saw its stock prices begin to plummet in an alarming fashion. Many top executives in companies believe that, when things are on the downturn, one of the best tactics is to make vague references to building a better search engine, primarily in regards to search marketing. This is a common phrase that marketers have been hearing from companies for well over ten years.
Mark Zuckerberg followed suit in September when he mentioned the company’s plans to devise a better method to connect intent with social subject matter. This new method of connection would then be sold to the highest bidder. At least, we’re fairly sure that was the message he was trying to convey. We could spend hours discussing why Facebook does not exactly qualify as a Wall Street darling. However, there is one important question here:
Can the world’s largest repository of information fix its financial dilemmas by solving the world’s content to subject matter issues? Is this a ploy of Zuckerberg and associates to keep stockholders from making too many queries? What is it exactly that Facebook should be focusing on right now?
What Is Their Intent?
One of the most oft mentioned benefits of Facebook is their low ad to content ratio. Minimizing the amount of ad noise on a site can offer a number of benefits; however, many search marketing experts have questioned whether or not the formula used to arrive at this ratio is flawed or not. Before we discuss this point, let’s discuss a larger issue at hand.
Consumers make the bulk of their purchases online and through clicks. The average online shopper is going to use a search engine to locate the item that they want, and then they will leave the search engine’s site to purchase it from another site. However, it is not the goal of Facebook to have visitors leave their site. As a result, it is going to be critical for them to devise a better method of serving ads, having customers stay on the site longer, and make purchases. The best method of accomplishing this is going to be through turning visitors onto ads and coercing brands into conducting commerce transactions within the walls of Facebook.
The problem arises in the fact that consumers do not like to be turned onto or into ads without their express consent and knowledge. In fact, just last year, a suit addressing this issue was brought against Facebook by five members of its online community. The suit has yet to be settled. In October, a federal judge rejected Facebook’s proposed settlement. Confining brands to conducting business within the format and commerce of Facebook is going to just be a pipe dream at this point.
Oversaturation of Ads
In the span of a month, you can lose track of how many times the latest technology company is going to offer to sell you a better search. It can be tiring to be routinely submitted to ads that do not apply to me directly. It is a common mistake by companies to attempt to strategize so that their ad market connects to every single person on the planet. This is an ineffective approach, and it’s not going to produce the results you are looking for.
One of the primary problems that Facebook suffers from is an overabundance of ads that are too frequently issued by advertisers with self imposed relevancy demands. Unless you are employing the use of a third party management software for ads and a third party analytics suite for Facebook, then you are missing the purpose of search marketing entirely.
To answer the question that we began this discussion with, Facebook is making it increasingly harder for both advertisers and the people who see these ads on a daily basis. Once this problem has been remedied, Facebook can then begin to focus on building a better search engine for search marketing.